Wired recently featured Neil Capel as he discusses Smart Data, the next evolution in Big Data.

As businesses look to stay competitive in an increasingly noisy market, it’s more important than ever to deliver real time, relevant, and personal messages to your consumers.

“The relationship with one’s data, we believe, is in many ways like a professor to a student. They show up everyday, you watch them absorb your knowledge, fill in the blanks for them and as they become smarter some of them leave an indelible mark on your core teaching beliefs and practices. The same can be true of data’s impact on your business – sure, not every data point will change your bottom line, but by not missing insights and opportunities to tweak your habits as a brand you will, at the end of the day, not only see but tangibly feel how much better off you are.”